The Network Advertising Initiative announced it has established guidelines for location-collection opt-in consent and other sensitive data collected by mobile apps. The guidelines describe the “clear and conspicuous detailed notice” required before a member or their partner obtains opt-in consent. “This (guidance) responds to consumer concerns that the level of transparency for data collection in mobile apps is insufficient,” NAI President and CEO Leigh Freund said. “Beyond the notice requirement, NAI members will be requiring partners to update their contractual language and apply new restrictions to the real time use of raw data. These are changes that need to take place consistently across the ecosystem to enhance the level of notice and choice that consumers deserve.”
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